World Cup WAGs get boutique tour

Imogene Pyne has found a market gap. Photo / Janna Dixon

There will be no scuffing of stilettos in downtown Auckland for international ladies of leisure and rugby Wags - they are paying up to $1500 a day to be taken directly to our best shopping spots.

For those with cash to spare, a chauffer-driven BMW, tables at the best restaurants, entry into exclusive art galleries and private viewings at fashion boutiques are only a phone call away.

Some of the world's finest rugby players will be joined by their glamorous partners during the six-week tournament. They include royalty, pop stars, former beauty queens, models and actors including newly married Zara Phillips, the eldest granddaughter of the Queen and wife of England centre Mike Tindall.

Premium tour company Black Label provides discerning clientele with ultra-luxurious experiences, customised to their every need.

A tour costs $1500 a day, or $500 a head for a group of six, but the sky is the limit. The fee includes, within reason, lunch, drinks and beauty treatments. And they're nearly booked out through October.

Director Imogene Pyne, a model and fashion stylist, said the gap in the market was so huge that concierge from Auckland's five-star hotels breathed a sigh of relief when she approached them with the concept.

"We didn't want lower Queen St to represent our country. There's so many boutiques and cool galleries around but people don't know they are there," she said.

With discretion the name of the game, Pyne would not be drawn on who had booked.

"A lot of our bookings have been made through concierge and by Rugby World Cup sponsors who are bringing people over."